Much has been said about the power of digital data as applied to business-to-consumer (B2C) opportunities.  But what about business-to-business (B2B) opportunities?  Are you missing an important opportunity to integrate digital data into your marketing programs?  What are the techniques and methods for accessing and harnessing digital data for bottom-line improvement in B2B organizations?

With a new set of data comes a new dimension in opportunity.  The classic approach to obtaining data is through traditional information service providers.  Most often, the data is compiled from such sources as Yellow Pages®.  The challenge with these sets of data has been timeliness and comprehensiveness.  Now, however, there are new sources available, offering greater and more up-to-date quality, data.  They come in the form of such sources and methods as social networks, web crawling and monitoring, Internet browsing behavior, ad networks / exchanges, and crowdsourcing, to name a few.

New opportunities may be realized through the use of these new digital data assets, such as identifying what companies are in-market for your products and services, as well as identifying key decision makers in the companies important to your marketing efforts, with the budgets to buy your goods.  By obtaining complete and timely digital data, you’ll be better able to augment your marketing programs.

There are a variety of ways to obtain these new sets of data, and best delivery methods can be customized for your specific business needs.

For example, if a company selling cloud computing services wants tofind prospects for its services, Big Data can facilitate their identification and targeting.  Big Data techniques can monitor and analyze enormous volumes of publically-available information sources and glean from them the best prospects for a variety of IT services.  The applications are numerous and can support the following:

  • Discovering new companies in emerging markets based on their network activity
  • Tracking the installation of hardware and software via network usage/installation data
  • Prioritizing key customer accounts based on previously unknown network activity
  • Developing and discovering corporate linkage hierarchies by mapping shared network assets (such as use of a specific e-mail server common to multiple locations)
  • Mapping digital data assets to physical assets using DUNS Number

Clearly, the value of digital data isn’t specific to B2C companies; it certainly extends into the B2B sphere.  The key is in understanding the best ways to collect and use the data resources at your disposal.